How to compare product photography quotes

What is the fairest way to compare two offers?

Compare quotes by the cost per approved image after editing and applicable extras, not by the day rate or frame count alone. Divide the day rate by the number of images you expect to approve, then compare that result with the per-image fee.

A £900 day rate yields £30 for each of 30 approved images; adding £8 for ghost mannequin retouching brings the figure to £38. The £45 per-image offer may still represent better value when styling and two edit rounds are included. Itemise travel and studio hire where they apply.

What should I tell each studio before asking for a price?

Give every studio the same written scope before requesting a price: product count, angles per product and intended channels. State whether use is web only or also print and paid media, and flag marketplace requirements such as Amazon image requirements.

Record expected cost per image, per day and for each extra in the working guide, then ask every supplier to quote both models and show the conversion, including the implied day rate. Do not combine unlike figures without written conversion, since the mismatch can cost money; compare production and extras on the same basis.

A day rate generally suits a large batch photographed in one session, while a per-image fee can suit a small range needing substantial editing work. Ask suppliers to price against the brief's actual needs, rather than assuming either model is best in every case.

Which extra charges or image rights should I ask about?

Ask for usage rights and production costs as separate quote lines, because the headline can omit what you need to publish the images.

Web use may be included for a set period, while extended rights or paid-media use can require a buyout; paid social or third-party retail listings may cost more.

Ask the supplier to itemise extras that were never quoted and state the charging basis, rather than accepting a single open-ended allowance. Identify which items could affect the planned shoot and delivery before work is booked, then retain each amount as its own comparison line.

Set an explicit cap on total extras, such as 15% of the base quote, and require written approval before a supplier adds a charge. That gives the team a change-control trigger instead of leaving the final invoice open to unspecified additions.

If you sell visual services to other businesses, LinkedIn publishes its own advertising costs and pricing, illustrating that media placement is separate from image production. Keep channel spending outside the photography quote so it is not mistaken for a cost of creating the images.

How can I compare VAT and price increases fairly?

Show each price on net and gross bases, and confirm the supplier's VAT status and applicable treatment before comparing totals. A VAT-registered studio must account for VAT on taxable supplies, while a non-registered sole trader does not charge it.

Confirm the treatment with HMRC VAT guidance and keep a net-price column beside a gross-price column. Compare like with like; where relevant, check VAT registration, VAT rates, VAT invoice requirements, VAT records, reclaim VAT, VAT exemption, place of supply and VAT returns with HMRC before finalising the comparison.

Use the ONS Consumer price inflation dataset as a broad sense-check, referring to its monthly CPI or CPIH indices. If a studio proposes a 12% rise while the index is moving far more slowly, ask which named cost explains the increase.

Energy, rent and freelance day rates can reasonably explain an increase if the supplier names the relevant line. A quarterly review suits most ecommerce teams; update sooner if a supplier changes its rate card or the product range doubles in size.

What needs to be in writing before I approve?

Before approving, require written terms for the scope, included work, rights, tax basis and change rules. The quote should establish what is paid for and when, rather than tying payment only to the shoot date; give change requests a named contact.

Track image costs against conversion results to assess commercial return, instead of judging the spend on production cost alone. Compare the costs with the intended use to see whether product photography return on investment supports the spend.

What should I do first?

Start by fixing the scope, because an identical brief makes the two quote formats comparable; then assess each offer as a cost per approved image, including rights, extras and VAT. Do not treat a day rate and an unconverted per-image fee as equivalent totals.